Lost Launches Women's Swim
After several strong years of selling juniors apparel, Irvine, Calif.–based Lost Clothing has launched women’s swimwear for 2008. “It just made sense to enhance the line by adding swim,” said Lindsay Henkels, the brand’s national sales manager. “The swim market is really strong right now but also saturated with brands that look and feel the same.” Lost, she said, is bringing a unique look and vibe to a customer that has been overlooked by the competition.
Designed by Marina Hamm, Lost’s swimwear is packed with sass. The 18 suits, 10 boardshorts and five rash guards feature bright colors, tongue-incheek prints and a dose of edge. “The focus is on that girl who likes to have fun, loves to be different and doesn’t care who knows it,” Henkels said. Colors and prints tie the swimwear back to Lost’s apparel.
Distribution for the line, which wholesales for $38 to $42, will encompass core, swim and major retailers.
